Website Migration: Move Your Site, Don't Lose Your SEO!
Website migration sounds simple until you realize how much is riding on it. Whether you’re redesigning, changing platforms, or rebranding, one wrong move could send your hard-earned search traffic plummeting.
For local Toronto businesses, your website is your digital storefront. Losing rankings means losing visibility and customers. But don’t worry. This guide breaks it all down in plain English, so you can migrate your site safely, keep your SEO intact, and come out stronger.
Table of Contents:
Key Takeaways: Move Smart, Not Fast
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Plan your migration in advance with SEO in mind
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Keep URLs consistent or redirect properly using 301s
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Monitor performance post-migration to catch issues early
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Google Search Console is your best friend use it before and after
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Don’t launch until you’ve tested everything on a staging site
What Is Website Migration (and Why It’s Risky for SEO)?
A website migration involves significant changes to your website’s structure, platform, domain, or design. It could be:
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Changing your domain name
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Switching to HTTPS
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Redesigning your site completely
The problem? Google sees websites like maps. Change the roads and addresses (your URLs) without a clear route, and users (and Google bots) get lost. Rankings drop, traffic tanks, and your phone might stop ringing.
But when done right, migration can help you grow, especially if your current site is slow, outdated, or hard to find.
When Should You Consider a Website Migration?
Migration isn’t always necessary but sometimes it’s the smartest move. Here’s when it might be time:
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Your current website is hard to update or mobile-unfriendly
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You’re rebranding and need a new domain
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You want to merge multiple sites into one
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Your platform has SEO limitations (e.g., no access to meta tags or sitemaps)
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You’re moving to HTTPS or improving speed and UX
The key is knowing when the gains outweigh the risks and having a plan.
Pre-Migration Checklist: Get Your SEO Ducks in a Row
Think of this as your “moving day” check list just for your digital home.
Backup your existing website and database
Crawl your current site with Screaming Frog or Sitebulb
Create a complete URL list (old and planned new ones)
Benchmark your current SEO rankings
Set up a test environment (never work on the live site)
Create a redirect map from old URLs to new ones
Notify your team (and your SEO partner) before any changes go live
Redirection Done Right: Why 301s Are Your Best Friend
The most important part of your migration? Proper redirects.
A 301 redirect tells search engines that a page has moved permanently and transfers most of the SEO value to the new URL.
Without it? Google treats your new page like a stranger, not an upgrade.
Make sure:
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Every old URL has a matching new one
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You’re not redirecting everything to the homepage (that’s a red flag)
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Redirects are tested thoroughly before launch
Pro tip: Tools like Screaming Frog or Ahrefs can scan your site for broken links and help validate your redirect plan.
Google Search Console: Your Post-Migration Lifeline
After the switch, it’s time to tell Google what you’ve done.
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Submit your new sitemap
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Use the Change of Address tool if you changed domains
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Monitor the Index Coverage and Page Experience reports
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Check for crawl errors and 404 pages
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Keep an eye on performance metrics daily for the first 2–4 weeks
Your goal isn’t just to keep your ranking sites to improve them over time with a faster, cleaner, more user-friendly site.
Migrating Your Website? Let’s Make Sure You Don’t Lose Your Ranking.
At Unlimited Exposure, we specialize in SEO-friendly website migrations for Toronto businesses. Whether you're upgrading platforms, consolidating sites, or switching domains, we’ll guide you step by step without losing a single lead. Contact us today to protect your rankings.
What Happens If You Don’t Plan Properly?
We’ve seen it all:
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A local dentist lost 60% of search traffic after launching a beautiful new site with no redirects.
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A GTA-based retailer switched from HTTP to HTTPS but forgot to update the sitemap. Result? Google dropped half the pages.
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A food delivery service changed its domain and didn’t inform Google. Their branded searches stopped showing up.
Don’t let a redesign undo year of SEO progress. A smooth migration is a strategy, not a guess.
Testing Before You Launch: Your Staging Site Is Gold
Never launch without testing. Your staging site should include:
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A complete design and UX review
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URL and redirect validation
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Meta titles, descriptions, and schema
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Mobile responsiveness testing
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Speed tests (Core Web Vitals)
Only when everything works as expected should you go live. And even then monitor like a hawk.
Post-Migration: Monitoring and Recovery Tips
The work doesn’t stop after launch. For the next 30–90 days:
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Watch organic traffic and bounce rates
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Fix broken links or missing pages immediately
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Submit disavow files if needed
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Rebuild internal links if any got lost
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Keep publishing new content to show Google your site is active
Remember: Google wants to reward well-structured, user-friendly sites. Help them help you.
Planning a Redesign or Move Soon?
Let’s Migrate Your Site the Right Way No Surprises.
We help Toronto businesses like yours modernize their websites and protect their hard-earned SEO. From content mapping to redirects to Google reindexing we’ve got you covered. Book your free strategy call today.
FAQ: Your Top 10 Questions About Website Migration and SEO
1. Will my rankings drop after a website migration?
A small dip is normal, but with proper redirects, indexing, and content structure, your rankings should bounce back quickly or even improve.
2. How long does it take Google to reindex my site?
Typically, within a few days to a few weeks. Speed depends on your crawl rate, internal links, and whether you've submitted an updated sitemap.
3. Should I migrate everything at once or in stages?
For smaller sites, all at once is fine. Larger or complex migrations may benefit from a phased approach, especially when merging domains or rebranding.
4. What happens if I don’t redirect old URLs?
Google will drop them from its index, and users will hit 404 errors. You’ll lose ranking signals and frustrate potential customers.
5. Is changing platforms (like from Wix to WordPress) risky for SEO?
Not if done right. WordPress offers better SEO tools, but your migration must include structured redirects, SEO settings, and performance checks.
6. Do I need a developer or can I do it myself?
If your site is small and your tech-savvy, you might handle it. But most local businesses benefit from expert help to avoid costly mistakes.
7. Will changing my domain hurt my business?
Not if you follow best practices: redirect everything, update your Google Search Console settings, and notify customers. It’s a short-term trade-off for long-term branding.
8. Should I pause ads during migration?
Yes. Pause Google Ads until your new URLs are live and indexed otherwise, your budget will be wasted on broken or redirected pages.
9. How do I test if my redirects work?
Use tools like Screaming Frog or Ahrefs to crawl your site and validate that all old URLs are properly redirected with 301s.
10. Is HTTPS migration still important?
Absolutely. It’s a Google ranking factor and boosts trust with visitors. But don’t forget to update your sitemap and canonical tags after switching.
Additional Resources:
Final Thoughts: A Successful Migration Protects (and Grows) Your Visibility
Website migration doesn’t have to be a nightmare. With the right plan, and the right team you can move your digital storefront without losing your digital footprint.
And if you’re a Toronto business looking to grow online, we’re here to help every step of the way.
About Unlimited Exposure Online
For nearly 30 years, Unlimited Exposure has been helping Toronto businesses grow and evolve online without losing what they’ve already built. From SEO-friendly website migrations to content optimization, video marketing, and chatbot automation, we provide real strategies that protect your visibility and improve performance. We don’t just make your site look good we make sure it keeps working for your business.
Why Partner with UnlimitedExposure.com – Toronto’s Experts in SEO-Friendly Website Migrations and Digital Growth
At Unlimited Exposure, we understand that a website move isn’t just technicalit’s about protecting your presence, rankings, and revenue. That’s why we offer complete migration support with SEO at the core. Whether you’re switching platforms, upgrading your design, or consolidating multiple sites, our team ensures your transition is smooth, strategic, and fully optimized for search engines.
Our Digital Growth Services Include:
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SEO-Safe Website Migrations – Keep your rankings intact while moving to a faster, more powerful site
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Local SEO & Google Maps Optimization – Appear in “near me” searches, voice queries, and AI-generated overviews
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Social Media Marketing – Stay visible and top-of-mind with on-brand content across Instagram, LinkedIn, and Facebook
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Video Marketing – Drive more clicks and conversions with branded Reels, Shorts, and video content
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AI Chatbot & Voice Assistant Integration – Save time and impress customers with 24/7 automated responses
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High-Authority Backlink & Guest Post Campaigns – Boost your domain authority with smart, ethical SEO
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Website Design Toronto – Build a site that performs on all devices and loads lightning fast
We don’t just move websites. We move businesses forward. Try searching “Toronto Local SEO company near me” or “Web development company near me” we’re already showing up. Let’s make sure your business is too.
Already Lost Traffic After a Migration? We Can Help You Recover.
Our Toronto-based team helps businesses reverse the damage from poorly planned site moves. We audit your site, fix redirect chains, optimize content, and get your rankings back on track.
Let’s fix your SEO before you lose more traffic.
